A new consumer study conducted by Climate Counts and Angus Reid examines the relationship between real and perceived sustainability action by a range of top brands. 97 companies represent ten industry sectors in the study. 2,032 American adults took part in the online survey. The first report covers the food and beverage, apparel, household products and internet/software/media sectors. Subsequent reports will cover electronics, airlines, hotels, banks, consumer shipping and food services.
Key Findings
- In some sectors, brands with high perception scores actually had average actual scores. This suggests that the overall positive perception of these popular brands has a positive ‘halo’ effect on their perceived sustainability.
- In some cases, this could be linked to the trend of large master brands buying smaller brands known for their emphasis on sustainability. The smaller brands imbue the larger master brand with a halo of sustainability.
- On the other hand, brands with the highest actual scores sometimes had relatively low perception scores. This suggests that the corporation’s sustainability activity might not be consumer-facing, or that the activity might be focussed in areas outside of the products/services being produced.
- This represents an opportunity to improve perception through increased consumer-facing sustainable product innovations and improved communications.
- On the flip side, brands already benefiting from a positive consumer perception have an opportunity to strengthen this position through increased sustainability efforts and continuing to innovate new, consumer-facing sustainable products.
Author(s)
Climate Counts/Angus Reid Public Opinion
Source
Tags: Angus Reid Public Opinion, brand, Climate Counts, map, perceived, real, Sustainability
